The cinema chain announced that 17 of its theaters across the United States would remain open all the way from Thursday, April 25 night through to Sunday, April 28 to meet the enormous demand to see the film. That is dedication.

PRE-SALE MADNESS

This announcement follows a rapid ticket pre-sale period, unlike any other. Deadline reports, that in its first seven days of pre-sales on Fandango, “Endgame” sold five times as many tickets as last year’s “Avengers: Infinity War.” Figures supplied to Deadline (not by Disney) indicate that advanced domestic ticket sales for the film could end up being anywhere between $120 and $140 million. Earlier in the month, the film blasted through the first-day advance ticket record set by “Star Wars: The Force Awakens” — that film wound up with an eventual pre-sale figure just north of $100 million.

Now with the opening weekend just around the corner, the United States’ biggest cinema chain: AMC is rising to the occasion with 17 of its theatres across the country powering through 72 hours straight of the remaining Avengers’ last-ditch battle against Thanos. AMC is keeping another 18 cinemas open around the clock from Thursday through Saturday and a further 29 operating non-stop from Thursday through to the end of Friday.

“With a desire to satisfy as many Marvel fans as possible on Thursday and through the weekend, AMC's programming team is reviewing ticket sales theatre by theatre and adding showtimes later and later,” Elizabeth Frank, the executive vice president of worldwide programming for AMC, said in a statement.

OPENING WEEKEND RECORD BREAKER

It sets the Russo Brothers-directed film up nicely for a run at its predecessor’s opening weekend record of $257.6 million. As Insider points out, there was concern the film's three-hour run time would leave it trying to achieve the feat with one arm tied behind its back — there are, after all, only so many times a day you can play a three-hour movie. AMC’s move suddenly brings it back into play.

And what are people cramming themselves into see? Just the remaining Avengers take on Thanos after he wiped out half of all living creatures in the universe, and something of an end to a saga that has spanned 22 movies in 11 years.

AMC is leading on this, but you can probably expect some of the other big cinema chains to follow.